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| Sony and FIFA to air first FIFA World Cup in 3D |
| Posted: January 2010 | ||||||
 CAPETOWN – Sony Corporation and FIFA (Fédération Internationale de Football Association) have signed an agreement for selected media rights
of the 2010 FIFA World Cup in 3D. FIFA is to produce the world’s first FIFA World Cup in 3D. Up to 25 of the 2010 FIFA World Cup South Africa matches will be produced using Sony’s 3D professional cameras, which will provide coverage of the action that is “unprecedented” in depth, vividness and excitement to viewers worldwide. Sony said FIFA would utilise Sony’s experience and know-how of 3D content production to “spread the passion inside the stadiums at the greatest sport event in the world to more people than ever before”. “This propels the football fan into a whole new viewing dimension and marks the dawning of a new era in the broadcasting of sport,” said FIFA secretary-general Jérôme Valcke. “We are proud that the FIFA World Cup can serve as a platform for advancing technology and the viewing experience, and are truly fortunate to have Sony as a partner in this endeavour.” From this year on, Sony added, it will be incorporating 3D compatibility into a wide range of consumer products such as the company’s Bravia LCD TV, Blu-ray disc recorders and players, Vaio and PlayStation 3, to provide a multitude of ways in which 3D content — from 3D movies to stereoscopic 3D games — can be enjoyed in the home. By having viewers around the world experience sensational 3D content from the World Cup tournament, Sony said it aims to accelerate the expansion of 3D from professionals to consumers in 2010 and beyond. “The transition to 3D is under way and, we, at Sony, intend to be leaders in every aspect. Our sponsorship of the FIFA World Cup allows us to leverage our cutting-edge 3D technology and premier products with dazzling content to produce a unique and totally compelling viewing experience. 3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person,” said Sir Howard Stringer, chairman, CEO and president of Sony Corporation. Sony said viewers would be able to enjoy 3D experiences at various locations:
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